The Pulse » Blog Archive » Can We Please Talk About Something Else?

10
Mar

Can We Please Talk About Something Else?

DJ Smith / Mar 10th / Comments

I’ve done my share of touting the benefits of social marketing in healthcare. Yes, I agree that hospitals, individual practices, and even physicians should jump on the bandwagon and engage in some form of social marketing as part of their marketing strategy. The problem there is more to marketing than having a Twitter account or a Facebook page. Marketing is about communicating, but it has never been limited to one outlet. However, there seems to be more and more “experts” forcing the social marketing angle to a near fad status à la Atkins Diet. Don’t get me wrong, I’m a proponent of social marketing and believe it can be a powerful force if handled well and mixed in with other concerted efforts. It’s just not the only thing we can talk about. What if we also talked about:

Building an effective Web site?

I’ve perused the Internet looking at the Web sites of various healthcare organizations and many reek because of poor execution. It’s not enough to simply put up an online business card. While the aesthetics of a Web site are important to the comfort and validity of the site, it is equally important to consider how easy it is for your target to navigate the site or whether your site is a good information resource for your target. Do you have updated content? Why not include a blog that positions you as a thought leader in your sector of healthcare?

Experiential marketing?

Why don’t we talk about the experience that your clients feel when they visit your organization? Poorly designed signage that isn’t clear or office décor that is outdated never makes for a good experience. Are the reading materials in your practice’s lobby current? Have you considered how easy your forms are to fill out or whether your registration process is conducive to efficiently reduce wait times? What about call management? How long does your target have to remain on hold until they get through to you? Is your clinical staff so preoccupied with answering the phone that they can’t handle the clinical tasks that they were hired for? The answer to these questions result in what sort of experience, and ultimately impression, your target leaves your office with and tells others about.

Developing a proper brand identity?

People don’t want to see a medical illustration of a colon or a dissected view of an eye in your logo. Your potential targets won’t recall such a logo when they need your services. Your identity serves as the flagship of your organization. Don’t take it lightly. The idea is to create an identity that will be solidly branded in the minds of your target. Anything less is a waste of effort.

Patient education materials?

Don’t you have something else to say to your target other than you simply exist? Take the time to educate your audience on your specialty or unique service. Offer them brochures, white papers, articles, reports, or even simple tips that educate and inform. Your target needs to know that you’re out for their wellbeing and not their wallet.

Direct mail campaign?

Many on the social media bandwagon think that the use of a print campaign is asinine. They say it’s too expensive and ineffective. However, if you use a print campaign in conjunction with other marketing events as part of a concerted effort, then you’re improving the likelihood of achieving your goals. Print isn’t dead and you ignore the use of a direct mail campaign at your own risk. Many silent generation and baby boomers aren’t looking to tweet about you. They likely don’t know how to use Twitter to begin with.

There are more possibilities that I could list but I think you get the picture. I love social marketing. I believe it has a place in a marketing strategy. However, we don’t need to focus solely on that one component. There’s more in healthcare marketing that can be discussed. In the true spirit of social media, let’s make sure that we are keeping all ideas and innovations in the conversation rather than limiting ourselves to just one aspect.

Andrea Marlow

Amen to your suggestion of updating/revamping Web sites. I cannot tell you how many times I've engaged with an organization through Twitter or Facebook, only to be linked through to a horribly depressing Web site. Yikes! Perhaps instead of reading "Twitter for Dummies" such organizations should pick up "Web sites 101."
Thanks for the great post!

Suzanne Dewey

What a great post with thoughtful comments lining up as well. I am relieved to hear more than one marketing professional indicate that social media is not the only conversation that we should be engaging in. DJ, you ask some very useful questions especially in the experiential marketing arena. So often our health care services ARE the marketing elements. And, sometimes in our excitement with other tools, we overlook some of the basic and less thrilling standards.

I do want to point out that I "know" the three who commented above via our connecting on Twitter. Just like the conversation in this blog, social media has some side benefits of helping us engage and be reflective in ways we may not have been able to in earlier days.

We are fortunate to have new tools in out tool-box for new connections and engagement. We also have those old standards and with a thoughtful integrated strategy, we can help our organizations reach lofty goals using the combination. And to one of DJ's points, doing a quick check in on our actual service lines to make sure they are as appealing as the marketing messages touting them, can only be a positive.

Thanks for the reminder that there is more to our work than the social stuff!!

Jonathan Richman

But social media is fun. Who wants to do all these "basic" activities when you can strike forth and blaze new trails?

The answer is no one. The new, sexy, shiny toy gets all the press, but the consistent and dependable tactics are what keep the lights on. Over time if these aren't done well, no one's going to be left to pay for the Internet access to get to Facebook.

Thanks for getting everyone back on track.

Jim - medXcentral

Unfortunately, for so many, the conversation of social media in health care is still brand new. Therefore, though we consider it old news, the story is fresh for many.

Regarding proper use and other things we can discuss: I love what you've covered above. None should be exclusive. A well done, clean, easy to navigate educational website should be the cornerstone of your internet presence with social media being an extension of your customer service...not your marketing team. Great customer service educates and leaves the best memory possible in the client's mind. And, that....well, that's great marketing.

The health care industry needs to let go of the rigid ROI conversation with respect to social media and simply accept it as an extension of the inner-office experience they provide to their patients. That will make the "why" much easier to comprehend. After all, who does not accept the idea that good...scratch that...great customer service positively impacts the bottom line and the quality of one's brand?

Traditional marketing, such as print, should be used to increase awareness of the new level of social intimacy available to prospective clients through the various social media online venues while welcoming the "old school" to continue "their way." No medium has 100% penetration.

So, DJ, I agree. Social Media is being discussed endlessly. And, any business who does not try to build the complete package is missing the point.

Tom Stitt

DJ - As Ronald Reagan would have said, "there you go again, getting all practical and down-to-earth." OK, maybe he wouldn't have said it quite like that. In spite of my various rants about billboards and my other favorite whipping boy, the print Yellow Pages, I'm actually a very open minded guy about marketing methods including those that involve ink, paper, professional cameras scripts and directors.

Seems to me we need a 3D block diagram that clearly associates broad concepts like social media and community conversations with specific tactics, measurement, decision/evaluation trees and budget guidelines.

Know any good designers?

TalstoneDJ

Thanks Tom. I'm not against social media.I use it all the time.It just isn't smart to talk about one thing all the time. We also need to talk about other valuable tools available that enhance social media and vice-versa.Otherwise, are we not leading people down a narrow-minded path? Just a thought. Really appreciate your thoughts and willingness to comment.